it from
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,/4?-+
r-'41 ll
,{
€
a-,*-**
k When salon group Avant Garde decided to grow from two to three salons earlier this year, it enlisted business coaches Gholdenphish to ensure its brand and team didn't suffer, taking the group to unexpected places... TXKffi ffiffiA,LLEIwGrc {t 24 and 25 years of age respectively, lan Beswick and Naomi Hemmings have already demonstrated lhey are capable of setting up and running two salons with flair and ener$/. After three years in
cusiness, Avant Garde is a respected local brand n the Midlands, with a loyal clientele. ln April, the duo decided to expand from two ialons to three. The existing salons were in health :lubs - Cannons in Worcester and Next Generation n Brierley Hill. Both had a wide range of clients rnrestricted to health club members, with 15 per rent male and five per cent children's services. The
14
HEAD FOR BUSINESS November 2008
new salon, in Warndon, Worcester, was due to open in a few weeks, in a new shopping centre with higher footfall than the health clubs. lan and Naomi gave Amanda Baines and Nick Siddle, directors of business coaching company Gholdenphish, a clear challenge. "How can we expand the group effectivell2 How can we hire and motivate a new team, while maintaining our brand? And how can we be rapidly in a financially secure position and in profit?" "lan and Naomi were so busy working in their business, it was difficult for them to work on their business," says Amanda. "lt was vital they took time out to plan, made time to work with the teams and worked to a well thought out strate$/. The
timetable lan had set up for the new salon and the website lau nch (www.avantgardesalons.com) was very demanding, and we had to ask more of these Nvo entrepreneurs if this project was to run smoothly. " The StrengthsFinder Profile tool that Gholdenphish initially uses helps salons identify the strengths in their team members, and allocates responsibilities accordingly. "The profiling exercise showed us that Naomi is a centred and inspiring role model for her styling team," says Amanda. "She is passionate about the seruice standards and technical quality of the salons' work. lan is a visionary entrepreneur, with an eye for opportunity. They bring complementary talents to the management team."
WWW.SALON -S
IVIART. N
EI
BUSTNESS CTASS
i
i
C
-:.
I
?::!:t::
I
:
t!#t
6
g#*f
XKXM
RESULTS
MARKETING The low-cost, in-salon marketing initiatives are generating around 30 new clients per week. lan has a successful marketing plan in place that generates a steady number of new prospects. "l am being more strategic and planning each step," he says.
IIME MANAGEMENT lan and Naomi wrestled with the realities, but eventually agreed that the unprofitable size of the Cannons salon and the need to limit overhead meant that this salon would be phased out by October, with the staff moving to augment the team at the new Warndon salon. Naomi now blocks out one day a week to work with lan on the business and on developing the teams.
BRAND Naomi's strong values about what Avant Garde "needed to be" required an official brand statement: "We guarantee to provide you with a hairstyle that personally suits you and your life, with a care routine to match... But most of all, we guarantee to listen."
RECRUIIMENI Five new enthusiastic and committed staff
members are employed, with plans for three more by Christmas. "Now we have some tools and techniques to use, we have been able to take on the new team without any anxiety," says Naomi.
WWW.SALON-SMART.NEI
PR!GING The pair wanted to discover if their pricing is rational. Does the salon offer a spread of prices to cover all the clientele? Are services all priced profitably? Six weeks after opening, the new salon is profitable, and takings in the original salons have stabilised. There is a consistent 20 per cent increase and at the start of each month there is a safe buffer of money in the bank.
*t'
owners: Naomi
REIAIL A core set of products was kept - those that the team liked, used regularly and would
enthusiastically recommend. These include TlGl Bed Head, TlGl Catwalk, King of Shaves, Fudge, Joico, American Crew, ghd, Wahl and Hair Tools. At the Next Generation salon, the combination of stock control and improved communication between stylist and client has moved retail earnings from zero to i400 per month. The new salon is taking t800 per
month in retail. "lt was a revelation to see ..nuch we were wasting on our retail stock," says Naomi.
*
Amanda
just how SIAFF
Several episodes of poor pefformance and unacceptable behaviour have been confidently and professionally handled. "The teams are more engaged," says Amanda. "Each team member has a one-to-one meeting with lan and Naomi blocked out in their column, at twice weekly intervals. "
': For a FREE StrengthsFinder Profile frorn Gholdenphish, text your name, phone
i
.l
number and the name of your salon to
07770 221a66 before 30 November 2008!,
Noventber 2008HEAD FOR BUSINESS 45
,/4?-+
r-'41 ll
,{
€
a-,*-**
k When salon group Avant Garde decided to grow from two to three salons earlier this year, it enlisted business coaches Gholdenphish to ensure its brand and team didn't suffer, taking the group to unexpected places... TXKffi ffiffiA,LLEIwGrc {t 24 and 25 years of age respectively, lan Beswick and Naomi Hemmings have already demonstrated lhey are capable of setting up and running two salons with flair and ener$/. After three years in
cusiness, Avant Garde is a respected local brand n the Midlands, with a loyal clientele. ln April, the duo decided to expand from two ialons to three. The existing salons were in health :lubs - Cannons in Worcester and Next Generation n Brierley Hill. Both had a wide range of clients rnrestricted to health club members, with 15 per rent male and five per cent children's services. The
14
HEAD FOR BUSINESS November 2008
new salon, in Warndon, Worcester, was due to open in a few weeks, in a new shopping centre with higher footfall than the health clubs. lan and Naomi gave Amanda Baines and Nick Siddle, directors of business coaching company Gholdenphish, a clear challenge. "How can we expand the group effectivell2 How can we hire and motivate a new team, while maintaining our brand? And how can we be rapidly in a financially secure position and in profit?" "lan and Naomi were so busy working in their business, it was difficult for them to work on their business," says Amanda. "lt was vital they took time out to plan, made time to work with the teams and worked to a well thought out strate$/. The
timetable lan had set up for the new salon and the website lau nch (www.avantgardesalons.com) was very demanding, and we had to ask more of these Nvo entrepreneurs if this project was to run smoothly. " The StrengthsFinder Profile tool that Gholdenphish initially uses helps salons identify the strengths in their team members, and allocates responsibilities accordingly. "The profiling exercise showed us that Naomi is a centred and inspiring role model for her styling team," says Amanda. "She is passionate about the seruice standards and technical quality of the salons' work. lan is a visionary entrepreneur, with an eye for opportunity. They bring complementary talents to the management team."
WWW.SALON -S
IVIART. N
EI
BUSTNESS CTASS
i
i
C
-:.
I
?::!:t::
I
:
t!#t
6
g#*f
XKXM
RESULTS
MARKETING The low-cost, in-salon marketing initiatives are generating around 30 new clients per week. lan has a successful marketing plan in place that generates a steady number of new prospects. "l am being more strategic and planning each step," he says.
IIME MANAGEMENT lan and Naomi wrestled with the realities, but eventually agreed that the unprofitable size of the Cannons salon and the need to limit overhead meant that this salon would be phased out by October, with the staff moving to augment the team at the new Warndon salon. Naomi now blocks out one day a week to work with lan on the business and on developing the teams.
BRAND Naomi's strong values about what Avant Garde "needed to be" required an official brand statement: "We guarantee to provide you with a hairstyle that personally suits you and your life, with a care routine to match... But most of all, we guarantee to listen."
RECRUIIMENI Five new enthusiastic and committed staff
members are employed, with plans for three more by Christmas. "Now we have some tools and techniques to use, we have been able to take on the new team without any anxiety," says Naomi.
WWW.SALON-SMART.NEI
PR!GING The pair wanted to discover if their pricing is rational. Does the salon offer a spread of prices to cover all the clientele? Are services all priced profitably? Six weeks after opening, the new salon is profitable, and takings in the original salons have stabilised. There is a consistent 20 per cent increase and at the start of each month there is a safe buffer of money in the bank.
*t'
owners: Naomi
REIAIL A core set of products was kept - those that the team liked, used regularly and would
enthusiastically recommend. These include TlGl Bed Head, TlGl Catwalk, King of Shaves, Fudge, Joico, American Crew, ghd, Wahl and Hair Tools. At the Next Generation salon, the combination of stock control and improved communication between stylist and client has moved retail earnings from zero to i400 per month. The new salon is taking t800 per
month in retail. "lt was a revelation to see ..nuch we were wasting on our retail stock," says Naomi.
*
Amanda
just how SIAFF
Several episodes of poor pefformance and unacceptable behaviour have been confidently and professionally handled. "The teams are more engaged," says Amanda. "Each team member has a one-to-one meeting with lan and Naomi blocked out in their column, at twice weekly intervals. "
': For a FREE StrengthsFinder Profile frorn Gholdenphish, text your name, phone
i
.l
number and the name of your salon to
07770 221a66 before 30 November 2008!,
Noventber 2008HEAD FOR BUSINESS 45
